The National Football League (NFL) announced on Thursday that it has inked deals with Caesars Entertainment, DraftKings, and FanDuel to become the league’s official sports betting partners.
Caesars will remain as the NFL’s official casino sponsor and will be called upon to create content and opportunities for customer engagement using its nationwide network of retail sportsbooks. DraftKings is renewing its role as the league daily sports fantasy partner and will integrate content across NFL media channels. FanDuel meanwhile, will have access to league footages and will work with the NFL on pre-game integration opportunities via the NFL Network.
Said Renie Anderson, the NFL’s chief revenue officer and executive director of partnerships:
“As the sports betting landscape has continued to evolve in the United States, we have been thoughtful with our strategy and are excited to announce three partners who share the NFL’s vision and goals. Working closely with Caesars, DraftKings and FanDuel, we will provide fans new and different ways of interacting and engaging with the sport they love.”
Exclusive Access to NFL Trademarks
By virtue of the agreement, the United States’ top three largest sportsbook operators will have exclusive access to the use of the official NFL trademarks with their retail and online sports betting operations. The sportsbook operators will also engage NFL fans in free-to-play games.
The three major sportsbooks are also allowed to integrate sports betting content directly to the NFL’s media properties including its website NFL.com and its mobile app, the NFL App. The financial terms of the deals were not revealed but sources told ESPN that they are all five-year deals which will net the NFL an estimated amount just shy of $1B combined.
Against Sports Betting
The NFL was once one of the staunchest opposition to the legalization of sports betting. It vehemently fought New Jersey’s attempt to overturn a ban on legal sports betting in the United States, claiming that betting on their games could affect the integrity of their games.
But New Jersey won a Supreme Court decision in 2018 to repeal the Professional and Amateur Sports Protection Act of 1992, paving the way for the legalization of sports betting in the U.S. Two years later, nearly half of the U.S. states have legalized sports betting in their jurisdiction. With the change in landscape, the NFL finally took advantage of its popularity by cashing in as well.